Best 8 social media marketing tactics that you should not miss
According to the annual report The Global State of Digital in 2019 created by Hootsuite and We Are Social , 52% of the world’s population uses social networks. This huge global audience that uses these channels represents a vast market of opportunity for any company, regardless of size. An opportunity to create marketing strategies that will allow the reach of your business to extend to the digital world.
However, for your social media marketing efforts to pay off, the first thing you need to have is a strategy . Here are the basic concepts that you should take into account when planning your marketing strategy.
Positioning strategies in social networks
To start planning your social media marketing strategy, you first need to consider what your goals are. Whatever the specifications of your objectives, it is important to have a differentiating element to be placed as a reference in the minds of your consumers. If you don’t have specific goals, it will be very difficult for you to measure your success and ROI in your reports. Ask yourself questions like:
Do I want to generate knowledge of my brand and increase its perception?
Do I want to manage the reputation of my business?
My purpose is to increase sales?
Give customer service?
Increase traffic to my website?
Do market research to learn more about my audience?
Be a leader of my niche?
Once you have defined your goals, these will be a guide to know what type of content you need to provide your audience, in what format and what are the best practices for your brand when investing in ads. Facebook Ads is a great tool to simplify and optimize this part, since the platform offers a variety of customizable options according to your goals.
For example, let’s say that the goal of one of your campaigns is brand recognition. These types of ads present the perfect opportunity to showcase the culture behind the scenes of your business and the team that makes it possible. However, if your goal is to increase traffic to your website, then your campaign ads will look very different and have elements like a CTA. Content creation is your job, but through advanced targeting options and monitoring the performance of your ads, Facebook ensures that your ad has the best possible performance, reaches the right people and becomes memorable in the Mind of your customers.
Segmentation strategies in social networks
As we mentioned above, in order for your marketing strategies to meet their objectives, you need to make sure that your content is reaching the right audience. This is where segmentation strategies come in, a vital tool for your content to reach people who may be more interested in your services or products.
The first step is to meet your audience, and creating a buyer person is a great tactic to do so. A buyer person is a semi-fictional character that represents your ideal customer. To create this client prototype and specify a profile, it is necessary to carry out an audience analysis to discover patterns in the demographics and interests of your clients. Use the social media analysis tools to extract the necessary data to create these profiles. Platforms such as Facebook , Instagram and Twitter , among others, offer a free report with valuable information about people who interact with your brand online, even if they are not yet your customers.
Thinking about the buyer person as a real customer will help you make informed decisions when making the right content for the right consumers. For example, NetflixIt is a global company that targets an audience with a very wide age range. On its platform, you can find content aimed at all kinds of niches, from cartoons for children, documentaries about planet Earth, award-winning international dramas and soap operas, among many, many others. However, its content on social networks, particularly on Instagram, has a clear focus on a youth audience. Coincidence? Although we do not know the marketing secrets of this streaming giant, probably, this is not a random decision decision and it is very possible that it is the result of a market investigation where they extracted the demographics and interests of their followers on Instagram and realized of the age range and behavior patterns of his followers.
Facebook Insights is a great targeting tool to maximize the effort of your ads (and budget). Thanks to its segmentation features, you can target different types of audiences according to their age, gender, location, language, internet connections and interests. Facebook offers three types of segmented audiences:
- Main target audience : thanks to the algorithms and data collected by Facebook, with this function you can target audiences that have the greatest potential to buy your products.
- Custom audiences : direct your ads to people you already know or have already interacted with using the information you already have available.
- Similar audiences: new audiences combining personalized audiences with targeted Facebook ads.
Check out our complete guide on Facebook Advertising and become an expert in the world of Facebook Ads. Make the most of your ad budget with Hootsuite AdEspresso or Hootsuite Ads , two powerful tools that make it easy to create, manage and optimize your marketing strategies.
The new era of marketing
Every marketer will be familiar with the strategy of the commercial mix ( marketing mix ) and the four variables that compose it, the famous “4 P’s of Marketing” : product, price, point of sale and promotion. But are these concepts still applicable to a social media marketing strategy? Of course! You just have to adapt them to the online world.
Whether it’s a physical item, a service or an experience, the product is a key part of your campaign. Before the digital era, customers relied on a sensory experience to determine the quality and viability of the product. Currently, your product itself is your content and the format in which you decide to present it. For this reason, the quality of your content is vital and a great challenge. However, it is also a great opportunity, since within the social networks there is an incredible variety of formats to present your product and highlight all its features. We explore this point in depth in the last “P”: promotion.
Another element that has changed considerably thanks to internet connectivity is that customers can access the opinions and reviews of your product immediately and thus inform their opinion of purchase. A tool that can help you stay informed in real time of the opinions and the feeling that your brand or a specific product is generating is social listening. Social listening is the practice of monitoring all your social networks to discover all the mentions of your brand, your products and your competitors. Through a single panel, Hootsuite facilitates the monitoring of these keywords and conversations on social networks. With social listening, you can ensure that your product always maintains a good image and join the conversations that happen around it. Hootsuite Insights is a great ally in this part, as they allow you to monitor more than 100 million data sources and even track the feeling by location, language and gender.
For many consumers, price is the decisive element that results in a purchase or not. The accessibility that the internet gives us to sell our products has reduced operating costs for many companies. Also, this has increased competition, no matter how small your niche is. In addition, users can compare your prices with that of your competitors immediately to inform their purchase decision. For this reason, setting an appropriate price, which is attractive to your consumers and is also profitable for you, is one of the most laborious and sensitive tasks of the digital marketer. Help yourself in this part with tools like Brandwatch to always keep you updated on what is happening in your niche and with your competitors.
Point of sale
The point of sale is the place where you decide to sell your product. Thanks to the heyday of E-commerce (e-commerce) and in particular M-Commerce (where users can make purchases from their mobile devices) any company can sell its products online, which has transformed and simplified the purchase process significantly . For this part, it is necessary to do a market research to find out where in the digital universe your consumers congregate. In this way, you can decide, for example, if direct purchases on Instagram are viable for your company or if Facebook MarketplaceIt fits more to your profile. This is not as complicated as it sounds. As mentioned earlier, the most popular social networks offer a free statistical report – such as Instagram or Twitter Analytics or Facebook Insights – about your company’s performance on these channels.
Of the four “P’s”, this is the point that has changed the most in marketing strategies in the digital age. Many times also called “Advertising”, this point refers to the format in which you decide to present your product. According to the annual report The Global State of Digital in 2019 created by Hootsuite and We Are Social, Facebook has an advertising reach ( the number of users that can reach its ads) of 82 million globally. Of course, this reach offered by social networks has changed the transmission and content of our messages completely.
To choose the best channel to present your product and meet your goals, ask yourself questions such as:
Where do my clients congregate?
With what type of content do I receive more interactions: images, videos, stories, etc.?
What role do ads play in my content promotion marketing strategy?
Again, the answers to these questions are found in your social media metrics, and Hootsuite Analytics can help you with this.
Here are 5 specific tactics based on this information that you can implement in your social media marketing strategies.
Eight marketing strategies you can’t miss
1) Present your content in new formats
We all know that images and videos get more interactions than a text post. Also, we know that Stories are conquering users in social networks. Now, it is time to go one step further, leave the comfort zone and use new types of media such as 360º Videos, Live photos, virtual reality and IGTV. HBO is one of the companies that has used some of these new immersive formats in their favor, just as they did in their different campaigns of the hit TV series Game of Thrones.
2) Use similar audiences in your marketing strategies
The tool of similar audiences is a great ally to find new clients. The platform is based on the characteristics of your target audience (the clients with whom you have already interacted) to find new prospects, integrate them into your sales funnel and thus improve the performance of your ads.
Similar audiences on Facebook, for example, are based on different target audiences (or seed audiences) depending on the goal you want to achieve. For example, if your goal is to increase your sales, Facebook will be guided by the clients that have visited your website the most.
To extract valuable information from this practice, you need to try different audiences and measure their performance. Which one works best for you? Find out how to build a smiliar audience with the Facebook ad manager.
3) A / B tests to optimize your content and marketing strategies
A / B tests are a super valuable research tool to test small variations in your advertising content to determine which one is the most effective for your target audience. For example: you are about to launch a new product and you are planning the campaign. However, you are not sure if a video ad or a photo ad is the best for your audience, or you have two copies to accompany your image and you don’t know which one to use. An A / B test allows you to test the two different types of ads and measure the results through different variables to discover in which format it encourages more interactions with your customers.
4) Check the performance of your marketing strategy
The time has come to create your monthly report: how do you verify that your marketing strategies are paying off? These two tools will be of great help:
The Facebook pixel is a code snippet that you can install on your website to track the actions that users performed on your page after seeing an ad on Facebook.
Thanks to the cookies that track interactions with your customers, the Facebook pixel helps you ensure that your ads are seen by the people who are most likely to perform the action you want. The great advantage of this is that it allows you to improve your ad conversion rate (that is, knowing if your ads are really getting the customer to take an action) and get a better return on investment. This code also works to optimize your ads and build audiences.
On the Facebook for Business blog , the platform recorded the success story of Columbia Central University located in Puerto Ric when it launched a conversion campaign focused on generating more new student subscriptions with the help of the pixel. The campaign consisted of videos and images shown on Facebook that reflected the school life within the university and the Facebook Pixel helped them segment the audience to reach new customers and measure conversions on the institution’s website to later promote again Your ads to similar audiences.
These were the figures they achieved:
- 71% increase in prospects acquisition
- 80% increase in website traffic
- 12X return on investment
Check out our complete Facebook Pixel guide and start using it today.
With Hootsuite Analytics, you can view detailed reports with tangible and quantifiable data. With this analysis tool you can measure the success of your campaigns and marketing strategies in real time without having to review the Analytics report of each social network separately. With easy-to-use control panels and the option to create an unlimited number of reports, you can analyze metrics such as posts, followers, interactions and traffic from platforms such as Facebook, Twitter and Instagram in one place. In this way, you will be able to know what is working, what you have to improve and where you should concentrate your budget.
5) Stay creative and updated
The world of digital marketing and social networks is a constantly evolving space, so it is essential to stay ahead of everything that is happening in this microcosm.
To know the most relevant news of the advertising industry in your day to day, set up an RSS reader like Feedly or Syndicator Pro from Hootsuite to monitor in real time the latest publications from sites such as Merca 2.0, A dweek and, of course, the blog from Hootsuite. This will save you a lot of time, since you won’t have to visit each web page individually and check its content.
Also, it is important that you continue your education. In our list of online community manager courses , you can find options to stimulate your creativity, to improve your content editing and to become an expert in Facebook ads and branding.
6) Promote your content on all your platforms (Cross promotion)
One of the easiest marketing strategies to implement is cross promotion. Imagine that you are trying to grow your YouTube channel, but you are not having much success at the moment and decide to post a link to your video on Facebook. Posting that link is the first step of your cross promotion. In any case, there is much more to do and some practices that you have to follow to improve the performance of this strategy.
Cross promotion depends on two elements, the “hero” content and the support content. Hero content is that piece of content in which you have invested more time and it is the content where you want your marketing strategy to focus its results. Support content is the publications that will promote your hero content on other platforms.
Returning to the example of YouTube, your hero content would be your video and your support content would be Instagram stories, Facebook posts, etc., which will support the promotion of your video.
Create publications specific to each social platform to promote your hero content.
Cross promotion is not about posting the same message on all platforms hoping that it will drive traffic to your hero content. It is about adapting the message to contribute to the conversation of that network. Take these publications of Donut Media as an example.
In this example from Donut Media , you are using the stories to promote a video from your YouTube channel. Either way, they are doing it by creating a video native to the platform, with the correct proportions, time limits and other considerations.
7) Optimize your content on each platform
If you want your content to have a greater reach, you will have to optimize it using the best practices of the social platform where you want to publish it. For example, I mean that if you post a video on YouTube, make sure you add the most relevant tags to your content, use no more than 70 characters in your title to get the attention of your followers (this is the maximum limit visible in searches mobile), etc.
If you want to learn how to optimize your content on social networks I recommend that you see this list of video tutorials to optimize your content on each social network.
Each social network has optimization rules and “best practices”. I have put the practices in quotes because if you do not follow them your organic reach will be affected; then, they are not so much recommendations but requirements.
Another example of this is the 20% Facebook rule , with which images covered in text in 20% of their total area or more will be negatively affected by the Facebook algorithm, their organic distribution will be reduced and cannot be Promoted
Create a community of super fans and brand ambassadors
Finally, the most important step in your social media marketing strategy will be to create a community of super fans or brand ambassadors. These are people who follow your content, interact with it on a regular basis and are interested in representing your brand, channel or community of fans on social networks.
Building a community of ambassadors will allow you to strengthen your marketing strategy for the organic distribution of your content. If every time you publish a new video, photo or any other type of content, you are ensuring that it will be shared organically with social circles outside your area of influence, circles that you will try to acquire.
Remember that this is a reciprocal relationship and that you will have to offer greater value to this community than to the rest of your followers. One way to show your appreciation could be by sending them small gifts, mentioning them in your posts or even a direct and personal message can be very valuable.